That’s the hope after the online retail hub announced that Prime Day would be “a global shopping event, with more deals than Black Friday.” Deals are only on offer to Prime members, but the company’s goal is to attract more potential Prime customers into their fold, and to establish another tentpole retail event.

So far, the Prime Day discounts look better than those offered on Black Friday, according to BestBlackFriday.com. And that has surprised those who have been following Prime Day prices closely: “When Amazon used the term Black Friday to describe Prime Day, we really thought it was just another marketing gimmick to get people excited,” said Phil Dengler, founder of the BestBlackFriday site. “Prime Day is winning on all of the items that people really want.”

We’ve listed some of the most sought-after deals from Prime Day below, and compared them with Black Friday deals here (you can also view the comparisons here). These deals will be updated throughout the day: